Fiat 500 flies in London Eye

Here’s a creative little idea from Fiat in launching the New 500 model, Car of the Year 2008, at the London Eye exactly 500 hours into the New Year.

I’m not sure about the “celebrity and showbiz ticketed event” that accompanies the initiative as that sounds cliched - but I’m sure the crowds on London’s South Bank will enjoy seeing the baby car squeezed into one of the iconic pods of the London Eye.

I’m not sure if it has been done before - but the press release resists the temptation to call it a unique launch.